CTR varies by context: Google Search ads average 3-5% for typical B2B queries, Meta ads 0.5-1.5%, LinkedIn sponsored 0.3-0.7%, organic search snippets 5-30% depending on position. Above-baseline CTR usually points at message-audience match; below-baseline points at weak hook or wrong audience.
For landing page CTAs specifically, the relevant CTR is "of visitors who scrolled past the CTA, what percentage clicked." Typical above-fold primary CTA CTR on B2B SaaS landing pages is 2-8% depending on funnel position (top-of-funnel pages low, bottom-of-funnel pages high).
CTR alone is misleading. A high-CTR ad that drives to a low-converting page wastes ad spend; a low-CTR ad that drives to a high-converting page can still be profitable. The full funnel — CTR + landing page conversion rate + downstream activation — is the unit of measurement.
How Lytms scores it
Lytms scores the CTA & Offer dimension on every landing page. The rubric includes CTA visual weight, CTA clarity (does the button text name what happens next), and ad-to-LP coherence (does the page deliver what the ad promised). Weak scores on these dimensions usually correlate with weak CTR.
See also
See click-through rate on your own page.
One URL. About 2 minutes.